facebook case study - integrated analytics platform for digital ads

FacebookCaseStudy:AnIntegratedAnalyticsplatformforDigitalAds

Target Audience for the Case Study:

Digital Marketing and Analytics professionals 1

AnalysingFacebookCampaigns:CurrentSituation

•  Facebook - a powerful platform. Highly competitive and (now) expensive.

•  Facebook and Google Analytics offer limited, standardized metrics for analysis

•  To push efficiencies, deeper and more actionable analytics needed

•  Deeper analysis is time consuming, as it involves considerable back and forth between Google Analytics, Facebook Analytics and Custom Parameters

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TheSolution:AnIntegratedAnalyticsplatform

•  A custom analytics system that integrates FB Analytics, Google Analytics, and Custom-defined metrics with the ability to slice and dice the data in multiple ways

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HowItWorks? •  All metrics in one, customizable pivot table

•  Set date ranges, & custom ranges such as weekdays/holidays

•  Create custom metrics on-the-fly (For example - Revenue per 1000 impressions)

•  Custom properties such as Price ranges, Ad themes, Headlines, Ad copy, Visual elements, etc. available within the table

•  Organize & track A/B tests with Custom A/B Test Dimensions

•  10+ Dimensions in a flat table (vs. 2 for Google Analytics)

•  15+ Drilldowns for Dimensions (vs. 5 for Google Analytics) 4

Facebook Analytics

Google Analytics

Integrated Analytics Platform

Dimensions Campaign, Ad, Ad Set, Audience, Age, City

Landing Page, Source, Medium, Campaign, Ad Content, Date, Week, Month, Devices

All FB & Google dimensions + custom dimensions such as Headlines, Adunit Types, Price Ranges, Product Names, Campaign Themes, Duration,

Acquisition Metrics

CPM, CTR, Reach, Freq, Spend

Visits, Pageviews, Unique Visitors

All FB & Google metrics in one place

Behaviour Metrics

n/a Bounce Rates, Pages per visit, Visit Duration

All FB & Google metrics + Custom metrics such as: %Dropoffs, %Interested Visitors, %Product Page Views

Conversion Metrics

Conversions, CPAs, Revenue, based on 1, 7, 30 day attribution

Conversions, Revenue, CPAs, Product View%, Cart View% and other Custom Goals

All FB & Google + custom metrics such as Revenue per 1000 impressions, %Click to Transaction, %Spillover to ‘Direct’

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Results •  Analysis time reduced by up to 90% with no back

and forth between different platforms and custom parameters

•  Test Campaign Budgets decreased by 75% •  Minimum Sample sizes decreased by 75% •  Conversion Rates increased by 100% •  Avg. Campaign pausing time decreased from 4

days to 1 day

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NextSteps(InProgress) •  By observing patterns based on Behavioural metrics for Ad

Campaigns, we can predict which Ad Campaigns are likely to perform even before any Conversions are observed. For example: o  Facebook Newsfeed campaigns having Bounce Rate below X%, ProductView

% above Y% and Product-Page-Drop-Off% less than Z% are likely to perform well

o  Facebook Right Column Ad Campaigns landing on Product Pages, having Pages per visit lesser than ‘X’ and Product Page Dropoff% more than Y% should be discontinued as they are not likely to perform

•  Create Daily Dashboards that show current status and predict which campaigns are likely to do well

•  Automate and Create mini-algorithms for Pausing Ads, thereby increasing efficiencies

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AppendixA:Screenshots

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UnlimitedDimensionsinaflattable(vs.2forGoogleAnalytics)

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Acquisition,ConversionandCustomBehaviouralMetrics‑Allinoneplace

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UnlimitedDrilldownsforDimensions(vs.5forGoogleAnalytics)

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Thankyou

For more details, contact me at: harshilad@gmail.com

+91 9582211952 Harshil Adesara

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